Dalal, Siddhartha R.; Srinivasan, V. - In: Management Science 23 (1977) 12, pp. 1284-1294
This paper considers the problem of determining optimal sample sizes in advertising pretests, where two or more copies are compared for their relative advertising effectiveness measured on a dichotomous (0 or 1) scale. As the sample size is increased, sampling variations decrease so that the...